Holistic Marketing
The holistic marketing concept looks at marketing as a complex activity and acknowledges that everything matters in marketing. The Holistic viewpoint follows that system in this case marketing somehow functions as wholes and that their functioning cannot be fully understood solely in terms of their component parts. Therefore, a broad and integrated perspective is necessary in developing, designing, and implementing programs and activities.
There are four components that characterize Holistic marketing:-
The holistic marketing concept looks at marketing as a complex activity and acknowledges that everything matters in marketing. The Holistic viewpoint follows that system in this case marketing somehow functions as wholes and that their functioning cannot be fully understood solely in terms of their component parts. Therefore, a broad and integrated perspective is necessary in developing, designing, and implementing programs and activities.
There are four components that characterize Holistic marketing:-
- Relationship Marketing- It emphasizes on customer retention, customer loyalty and satisfaction rather than a dominant focus on sales transactions.
- Internal Marketing- It is a process that occur within a company or organization whereby the functional process align, encourage, and empowers employees at all management levels to deliver a satisfying customer experience.
- Integrated Marketing- It is an approach to brand communication where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand's core message.
- Socially Responsible Marketing- It is a marketing that states a company should take into account what is in the best interest of society in the present and long term.
Head & Shoulders is a leading anti dandruff shampoo which has grown for nine straight year, including 20 percent recently.The market share of Head & Shoulders is 38% in comparision other shampoo brands. It has tried reaching every kind of customer from higher middle class to the lower class catering to their hair problems.It also aims at increasing the market space, sales and growth of the product. Head & Shoulder is a niche brand to a global beauty care franchisee. Within next few years it could become one of P&G's brand with annual sales upto $ 1 billion .It ensure that the consumer gets a better product in a cost effective manner.In a way Head & Shoulder practice holistic marketing.
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